Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective

The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim c...

Full description

Bibliographic Details
Main Authors:	Haque, A. K. M. Ahasanul, Ahmed, Faruk, Abdullah, Kalthom, Razali, Siti Salwani
Format:	Conference or Workshop Item
Language:	English
Published:	2016
Subjects:	HF5387 Business ethics
Online Access:	http://irep.iium.edu.my/55461/ http://irep.iium.edu.my/55461/4/55461.pdf

id	iium-55461
recordtype	eprints
spelling	iium-554612017-03-02T04:07:50Z http://irep.iium.edu.my/55461/ Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani HF5387 Business ethics The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well. 2016 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/55461/4/55461.pdf Haque, A. K. M. Ahasanul and Ahmed, Faruk and Abdullah, Kalthom and Razali, Siti Salwani (2016) Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective. In: 2nd Asia International Conference 2016, 10th-11th December 2016, Kuala Lumpur. (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5387 Business ethics
spellingShingle	HF5387 Business ethics Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
description	The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well.
format	Conference or Workshop Item
author	Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani
author_facet	Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani
author_sort	Haque, A. K. M. Ahasanul
title	Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
title_short	Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
title_full	Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
title_fullStr	Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
title_full_unstemmed	Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
title_sort	customer-based brand equity model for the shariah-compliant tourism: a conceptual study from the international muslim tourist perspective
publishDate	2016
url	http://irep.iium.edu.my/55461/ http://irep.iium.edu.my/55461/4/55461.pdf
first_indexed	2023-09-18T21:18:23Z
last_indexed	2023-09-18T21:18:23Z
_version_	1777411715974037504

Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective

Similar Items